How to change the media purchase for the advertising demand side platform

Our industry and a digital marketing organization has been very deep feelings. This kind of marketing organization is equivalent to the advertising field of the stock Exchange, providing various forms of advertising transactions, and our long-term without increasing the advertising budget on the premise of expanding customer coverage of the purchase of the advertising network also has a certain intrinsic relationship. Of course, here I am referring to the Advertising trading Agency (also known as AD inventory http://www.aliyun.com/zixun/aggregation/31242.html "> Brokerage Company"), And the value that media buyers can continue to gain from these advertising inventory brokerage firms.

Most marketers already know the benefits of partnering with advertising agencies, which is why marketers are willing to first consider the reasons for working with them. Advertising agencies are more transparent advertising positions, and this is the media buyers in the purchase of advertising network is not too sure of a factor. At the same time, they offer a range of choices for media buyers based on impressions and data, so that everything from advertising budgets to bidding to frequency caps is good for buyer management.

If a premium shows the purchase of an ad stock from a buyer's point of view, then the advertising agency is also an attractive option. The claim is also confirmed by a recent report by the Online Publishers Association (OPA). The report shows that advertising on branded content sites "has been more effective than other sites, including portals and ad networks." "Then there is the question of the data. Over the past few years, there has been a major shift in the type of ad buying in our industry: from content-based, contextual, behavioral purchases to advertising purchases based on user data. Advertising agencies can make it easy for buyers to access valuable information from Internet users, as well as to offer highly targeted advertising activities that we are accustomed to getting from paid search, and bidding patterns based on auctions.

There is no problem with the data, so buyers who are eager to work with ad-trading agencies need only consider one problem: how best to manage their purchases. In fact, it is very simple, you can consider the use of advertising demand side platform.

The advertising demand side platform is designed to make advertising agencies ' media purchases more efficient. Each system is connected by a simple user interface with a variety of advertising agencies and online display advertising inventory. In essence, they offer a transparent, cost-effective and automated approach to the purchase of ad-trading agencies, something that has been lacking in the past. Through the demand side platform, advertising agencies can guarantee a reasonable price to buy high-quality advertising inventory, and sometimes can also achieve real-time purchase. Advertising demand side platform for now fragmented network media provides a feasible solution.

Advantages and disadvantages of platform automation many large advertising agencies have moved closer to the platform for advertising demand, and other institutions will follow. 10 years ago, media buyers could be attracted to the benefits of using ad networks, for example, "it will simplify the buying process!" "It will expand your advertising budget at ultra-low interest rates!" "And so on. Today, the new commitment to the buyer becomes the advertising demand side platform. When purchasing ad inventory through the demand side platform, marketers are used for considerable power, and some important factors, such as the location of the purchase, the publisher, the price, the data, the value of each impression of the advertisement, are in their control.

But there are also factors that might allow others to retreat. The demand side platform is primarily an automation platform, and the scope of automation covers almost the entire purchase process. So what's the impact on advertising media buyers who used to use old-fashioned methods to accomplish these tasks? If you look closely, you will find that the demand side platform is actually reshaping the role played by digital media buyers over the last 15 years.

To master this technology, buyers need to use different skills and have a different working experience. And this is one of the many changes that is coming, which is not readily accepted by all buyers. But if they want to keep their jobs, they have to accept it. Because we are not going back to the time when the media program was made in the past, and the hand-crafted activities are too simplistic to be compared with the activities that are carefully laid out and measured by the demand side platform.

However, the advertising demand side of the platform involved in the organization, they have a different improvement, and advertising demand side platform has undergone several upgrades. So it is time for media buyers to recognize their value, and hopefully they will be able to shift towards this future media buying trend.

(Original: June 24, 2010, compiled: Zeng Cui)